Comments on: Fragmentation thanks to MTV

By: natnat

natnat — Thu, 22 Jun 2006 04:38:34 +0000

i believe MTV’s already launched “Tempo” for all things Caribbean…and there’s already a latin mtv (presented in spanish)

By: Renu

Renu — Tue, 20 Jun 2006 21:57:42 +0000

If MTV-Desi and MTV-Chi are any indicator of success, none of the ethnic-specific MTVs are going to last anyway, no need to worry about MTV- Mestizo or MTV- Inuit…

By: mztriz

mztriz — Tue, 20 Jun 2006 14:15:23 +0000

There is also MTV Desi, for people from South Asia. I got a flyer in the mail for it a while back. I wonder how they knew I was Indian?

By: Adrianna

Adrianna — Mon, 19 Jun 2006 18:59:48 +0000

I think it’s not that bad. Asian people have varied cultures, taste, music and language. just like black people. As a caribbean woman living in America I have to say that I don’t enjoy the same type of music that some blacks in this country do. I agree with MTV targeting particular Asian cultures!!

By: ebogjonson.com

ebogjonson.com — Fri, 16 Jun 2006 06:43:02 +0000

ebog link dump 00002…

Me, I’m still taking it light. Other folks seem to be on the stick, however: - jace/rupture is on tour with/as Nettle: “After umpteen hours in the airport, we leave limbo without a bandmember. The airport store stocks between 50……

By: Gandalf Mantooth

Gandalf Mantooth — Thu, 15 Jun 2006 20:08:12 +0000

Well, my peeps could not understand AZN TV. They would have preferred straight up TV Tokyo. So in some ways, the divination of cultures from the Asian Diaspora is a rare evidence of MTV being ahead of the curve for once. I suppose the question is whether this will lead to some kind of Balkanization of Asian-Americans for considerations outside pop culture. Nah, I think the bigger question is, how long will they remain on the air? Is MTV-Chi in Cantonese or Mandarin or neither?

Ultimately, it is about taking over. They see two growing markets. It is narrowcasting, yeah, yet not about delivering cultural relevance, but about delivering targeted advertising.

By: Yem.B

Yem.B — Thu, 15 Jun 2006 19:50:05 +0000

The BBC launched a radio station called 1Xtra, ‘The Best of Black British Music’, a fantastic idea but in the end it turned out to be pumping sterotypes across the airwaves.
It’s all good saying a station is Chinese, Black or Latino but complete coverage is not possible. It’s as far fetched as saying ‘MTV-W, music for white people!’

By: Bryce

Bryce — Thu, 15 Jun 2006 19:15:30 +0000

This makes me recall a recent Colbert monologue where he extended the ‘melting pot’ /‘salad bowl’ diversity metaphor to ‘Lunchables’. That is, we can now pick among individually sealed compartments in which to exist. Always the ironist, his words nevertheless rang true in the context of the red state/blue state stratification… It’s on Comedy Central’s website:
http://www.comedycentral.com/sitewide/media_player/play.jhtml?itemId=69106

But if they think they have the demographics, why not? I don’t really want to comment on it until I see it, but I happen to know there are actual living, breathing people who enjoy K-pop… ;)

By: Charlette

Charlette — Thu, 15 Jun 2006 18:02:09 +0000

I agree not let’s see some mixed russian,jew,black, irish people on tele.

By: site admin

site admin — Thu, 15 Jun 2006 15:32:23 +0000

Wow, this is a rare occasion indeed. I’m actually going to disagree with you here, Jen. To me, MTV’s strategy makes a great deal of sense. The term “Asian-American” lumps together such an immense array of vastly different cultures. Especially when you’re talking pop culture and music, I think it makes much more sense to segment the audience so there’s a Desi-specific channel, a Chinese-specific channel, etc. In fact, I think the reason so many of these all-Asian-American cable channels have failed or are floundering is precisely because they are too broad. — CVK